Everyone loves a good party, and, as this in-depth look at Wine Country special events indicates, NorthBay biz is no exception.
While it’s true the economy, continuing on its “take no prisoners” march, has run roughshod over two of Winedom’s annual jewels—Auction Napa Valley, which raised less than half the money it took in last year, and Sonoma Paradiso Wine Auction, which was canceled for 2009—not everyone is running for the woods. In fact, the North Bay social calendar is alive and kicking, even though it might be tempered by a heavy dose of reality as event organizers search for creative ways to weather the storm. In Wine Country, the overarching philosophy is: Party On!
Even in the best of times, making an event profitable isn’t an easy job. With the current economic challenges, the task can seem especially daunting. We interviewed several “party animals” to glean their expert advice on how to attract attendees and convince them to part with their dollars.
First of all, let’s define what we mean by profitable. Simple definition: the event makes money, either for a charity or for the sponsoring business. Subtle definition: the event, while it may not be financially remunerative, yields profits for your brand identity and customer awareness. The best-case scenario, of course, is if you score big on both counts. A primo example? The B.R. Cohn Winery Fall Music Festival and Golf Classic, which this year takes place October 2 to 5.
Bruce Cohn and his winery staff have made this event, now in its 23rd year, one of the most happening affairs in Sonoma County. Cohn, who is also manager of the Doobie Brothers, uses his myriad connections in the music industry to convince top performing acts to play for expenses only. This year’s event is headlined by the likes of Journey and (of course) the Doobie Brothers. Ticket prices are $95 for one day or $170 for two days of concerts, and Cohn reports sales are “stronger than any year we’ve done. My guess is people aren’t traveling as much and they’re doing more things close to home. But then, we have a really great show this year with great acts; it’s a lot of music for $170, which is a pretty good deal.”
The weekend begins on Friday with a charity auction dinner headlined by chef Bradley Ogden, followed by two days of concerts and a celebrity golf tournament Monday at Sonoma Golf Club.
Since its inception, the event (along with smaller auctions at Doobie Brothers concerts) has raised more than $5 million for a variety of charities, with a primary focus on children, the elderly and military veterans.
Cohn has solicited a key core of sponsors to help defray expenses, including Friedman Brothers, Bank of the West, Sonoma Chevrolet, KRON-4 TV and a host of radio stations, among others. Winery employees put in about six months’ of work on the event, and Cohn hired a professional event organizers, Jonnie McCormick, whose sole focus is the Friday night dinner and auction, Michael Coats, who’ll oversee the entire event, and production guru John Procaccini.
The main key to the event’s success is “getting the acts to play for limited money,” Cohn admits. But there are other factors. “We have a beautiful venue that you won’t find anywhere else—an amphitheatre that accommodates 2,500 people with views of vineyards and mountains. Plus, you get to see national acts up close and personal, something impossible if you go to coliseum concerts. And we have great wine and good food.”
Attendees come from everywhere, which doesn’t hurt when it comes to wine sales. “It’s hard to actually quantify how it promotes our wine sales,” Cohn says. “But right now, our sales are up in what’s a bad time for most other wineries.
“My wines are sold everywhere and we have visitors from everywhere who come back for the concerts each year. It helps spread the word about B.R. Cohn Winery all over the country. I’m a consumer, and if someone’s doing some good out there for others, I’m going to buy their wine before I buy someone else’s. I’m a big believer that if you give, it’ll come back to you.”
Go with the flow
Marshall Bauer, president of Wine Country Party, which supplies rentals, décor and other services to more than 5,000 parties every year, calls Cohn’s concert series “the best model on earth, but you can’t replicate it: Who else can get great musical acts to work for free?”
Serving an average 100 to 150 parties every week, Bauer’s company has a stellar reputation. Never one to rest on past laurels, he’s always seeking opportunities to expand the company’s services. And while it may not be a direct outgrowth of the faltering economy, he’s started something new to help enhance his clients’ success—an optional consultation with certified feng shui consultant Amy Ross.
“We just released it full-scale in July,” Bauer says. “We tried it out on three nonprofit organizations at their fundraisers this year, and all three clients were very happy.”
Ross worked with the Schulz Celebrity Golf Classic at Mayacama Golf Club in Santa Rosa, which benefits Sonoma County Children’s Charities, to help with its mid-May event. “We set it up with a very different flow, beginning at reception all the way through to the dinner tent,” Bauer explains. “Clean lines let energy escape, so we set up meandering paths to get people to slow down and pause. We placed plants in key locations and rearranged the entrances to make them more welcoming. We used a new tent and changed the layout of the furniture, running things more to the outside, which created a more reflective, relaxing environment.”
Schulz event coordinator Amber Behrens says she was “very pleased” with the results. “One of the changes we incorporated this year was offering a seating lounge at the pre-dinner reception, which created warmth and added a meeting space. The tables in the dinner tent were set up in a pattern that brought more energy and focus to the auction. We used color, texture, flowers and lush plants to create an abundant feeling. Previously, we had an aisle down the middle of the room, which essentially divided it into left and right sides,” Behrens explains. “We brought the tables together and also shifted the cashier position this year by moving it to the right side of the room, which was recommended to Amy to help bring in money. Amy took a lot of time in analyzing last year’s event to determine where we could make changes. She made some excellent recommendations that enhanced the overall energy and goals of the event.”
The result? Now in its eighth year, the auction raised $240,000—better than any previous event.
Bauer also tested feng shui elements at the 2009 Sonoma Jazz Festival at the end of May, which attracted 4,000 people. “Normally it’s a rush to the seating area, but this year we added fountains and water features to the entrance, which let people walk through and calm down. We put up frame screens with fabric, which encouraged people to get a drink and walk versus putting their head down and storming through. It’s a large event that needed some decompression to start off on a better foot, and it worked,” he says.
A final feng shui trial balloon was floated at the StarChefs event at Charles Krug Winery in St. Helena in June. Bauer says it, too, was a success.
“I’d say it’s working, because all three clients were happy. We’re now going to expand it to our bridal market, as we think it’ll help us with layouts, seating, picking colors and more. There’s a lot of stress at weddings. Hopefully, feng shui will help relieve some of that,” he says.
Show me the money
Feng shui aside, there are many elements that have to be put into play for an event to be financially profitable. First and foremost, according to our experts, is a budget.
“The very first thing I do when I meet with clients is help them put together a budget,” says Sebastopol-based event planner Anne-Marie Przyblyski. Not only is it important for the charity or business to have a realistic expectation as to costs, a budget also makes it possible to track expenses on a regular basis, “which can help keep things from getting out of control,” she says.
“Sometimes the ticket price only covers the cost of your expenses, which means there needs to be another source of revenue, like sponsors,” Przyblyski explains.
“If an event doesn’t generate enough income to cover the costs, the typical reaction is to dive into the donations,” says Bauer—an action, he points out, that doesn’t speak well for the charitable element of the event.
“If you end up only giving 5 or 10 percent to charity after paying your expenses, you don’t feel like your event was a great success for your beneficiary,” Przyblyski agrees. “A good rule of thumb is that an event should generate at least 40 percent of its proceeds for the cause.”
“Poor handling of the budget can sink an event,” says Judy Groverman Walker, co-owner of WOW Event Solutions of Santa Rosa, who notes the most common error is to “spend too much money on decorations.” And while part of Bauer’s business is to provide décor for clients, he notes that one of the most successful events he’s worked with over the years is the annual fundraiser for the Healdsburg Food Pantry, which uses minimal decorations.
“[Healdsburg clothier] Susan Graf organizes the event, and it’s usually held at the Alexander Valley Grange Hall or Villa Chanticleer in Healdsburg,” Bauer says. “Décor is simple, and people are there to go square dancing. After dinner is served, the Healdsburg Food Pantry puts up its income statement: They ask who’ll pay one month’s rent, who’ll pay the electric bill and monthly water bill, and so forth. Within about 20 to 30 minutes the whole thing is done, they’ve covered their operating expenses for the year and the attendees begin square dancing. Short and simple,” Bauer says.
“It’s important to keep control of expenses by not trying to ‘out-wow’ people who aren’t there to be wowed in the first place,” he adds. “They’re there for the community and their own sense of responsibility and obligation. What they really treasure is convenience, service and quality.”
Dare to be different
Another key to success is a creative event, “something outside the box,” says Walker. “Our clients tend to be conservative, and we try to push them to dream as big as they can.”
One great example is Wine, Women and Shoes, founded five years ago by Elaine Honig, formerly with Honig Vineyards. While lamenting the standard wine and food pairings that are so pervasive in Wine Country events, Honig commented, according to her website, that “wine and shoe pairings would be a lot more fun.” Voila! Honig recruited two pals, Katie Hamilton and Lu Ann Chellimi, to work with her on the concept, and Wine, Women and Shoes was born.
Women’s and children’s charities from across the country have hopped on the Wine, Women and Shoes bandwagon; in 2009 alone, there were events in 23 cities (with 30 cities projected for 2010), which raised nearly $4 million for the beneficiaries.
“Basically, Wine, Women and Shoes is the brand product, and the local charity hires us. We give them all the branding materials and recruit the vintners. They organize and execute the event,” explains Hamilton, whose title is “master shoemmelier.” “It’s a unique spin on fundraising.”
Honig, Hamilton and Chellimi have recruited 75 vintner partners willing to participate in select events—“and they kill two birds with one stone by working the wine market while they’re there for the event,” Hamilton says. The vintners promote their wines and agree to donate 10 percent of sales from the event back to the charity. Meanwhile, local vendors of shoes, purses and related accessories, whose products are featured at the shows, donate 20 percent of their sales.
According to Hamilton, events average about 350 attendees, 80 percent of which are women. “Shoe Guys”—charming gentlemen from the community who aren’t afraid to flirt—present the shoes on silver trays and explain the wine pairings. “We like to say a Sauvignon Blanc is a thin, strappy sandal, while a Cabernet Sauvignon is a black stiletto pump,” Hamilton laughs. “In short, it’s a whole new approach to your standard wine gala.” Vintners also donate large format bottles, overnight stays at winery guest houses and other items, which are combined to create a few live auction lots, which also help generate donations.
Wine Country Party provided rentals for the 2009 Wine Country version at St. Supéry in Rutherford. “It’s an event that really cooks, and despite the economy, had a record auction,” Bauer says. One could say it’s an event that’s “out of the shoebox.”
Who…and why?
Another key when planning an event is knowing your target market and your reason for being. “A lot of companies don’t understand why they’re doing what they’re doing—or for what purpose,” says Corey Oakley, Walker’s partner in WOW Event Solutions. “Is the event for branding? Is it for education, charity or profit? One mistake is trying to be everything to everybody.”
Przyblyski also notes that a target market is critical for determining ticket prices. “Your event has to be something that your target market can afford, otherwise you won’t sell tickets,” she reasons.
“Targeting the right client base is critical,” Bauer agrees. “Not only must you have clients who are willing to pay to attend, you also have to make sure they’re willing to donate once they get there. Lots of times, a group targets the wrong people who then turn around and invite more wrong people to attend. You must have people who are willing to overpay for an item they may not need in the first place.”
Get the board on board
When a winery or other company decides to partner with a nonprofit to stage an event, “it’s important to make sure the [charity’s] board of directors can bring people who have the wherewithal to help fund it,” Bauer says. “The board has to be able to create an invitation list of people who aren’t just the same folks who go to everything else. You can’t be successful if you’re just trading events—you know, the theory that I’ll take $1 from my pocket and put it in yours if you’ll take $1 from your pocket and put it in mine. The pool needs to be widened, and the board is a big part of this.”
“In some instances, our clients tell us they expect us to sell the tickets and get the sponsorships,” adds Walker. That’s not a recipe for success. “[The board members] are the ones with the connections to people who support their cause. Board support is critical.”
“I personally can’t imagine putting together an auction without board members being involved,” Oakley chimes in. “They’re the ones who should be putting the packages together. That’s why they’re on the board in the first place—for their connections and their ability to help the cause.”
There’s a pro in profit
According to those interviewed, good events are best handled when a professional event organizer is a part of the team. “When it comes to nonprofit organizations, one has to realize that their boards are volunteers,” Przyblyski says. “If they try to do it all, it takes too much time and wears them down—or even worse, burns them out.” Hiring a professional event organizer frees up the volunteer board members to focus their efforts on other things, she explains. As a result, most events become more efficient.
When companies try to use existing staff to organize a special event, “it becomes a lot more expensive than they realize,” Oakley says. “When they put their paid staff into event planning mode, they’re not getting their regular work done.” As a result, companies end up paying a lot more than they likely would have paid an event coordinator to run the project. “You have to look at how much time the employees are spending on the minutia of an event, and how much that’s taking away from their core job responsibilities,” says Oakley.
Walker also notes that employees might not actually have the right skills for event planning and execution, which means it becomes “longer and more difficult for them,” she says. “I see a lot of this in small organizations, especially nonprofits. People will be working on a piece of the special event, but not well—while they’re still trying to do their own jobs.”
Reality check
Of course, the real reason for all this wine, food and entertainment is to raise money, awareness or both for a worthy cause. But it’s important to keep your expectations realistic. Right now, when the economy is sour, says Oakley, “breaking even means you’re up.”
Sponsorships are difficult to sell, and there has to be a proven return on investment, says Walker. “It’s not just their names on a banner or in an ad anymore. You have to make sure you’re servicing [your sponsors] well and make sure they get back what they’re investing. It’s not always about dollars. If you can prove you drive traffic to your sponsors, it’s just as valuable,” she says. And the reverse is also true. Good sponsors can boost ticket sales if you’re able to effectively make use of their network of customers or clients.
Keep in mind that an event needs momentum to build, she adds: “You’re not going to hit a home run your first year.”
“Usually it takes three to four years to know if an event is successful from a financial standpoint,” says Walker. “You can’t measure after just one year…unless it was a big failure.”
Winning combo
With a backstage pass to almost every Wine Country special event, Bauer has seen the good, the bad and the ugly, up close and personal. He offers this advice:
“Given where we live, there’s a high tendency for us to become jaded,” he says. “Unlike other parts of the country, we generally have open bars, we assume the food will be good and, because the events are so plentiful, we have the opportunity to attend events three or four nights a week.”
In short, he continues, people are looking for the “Big Easy.” “Make it easy for them to park, easy for them to get in and easy for them to get a drink. Have comfortable seating, and most important, have a merciful ending to the event. Most events go on way too long. People don’t want to sit through auctions with 117 items. It’s actually easier to have fewer items and earn more.”
Finally, when all is said and done, there’s one more thing.
“Make sure to send out thank-you notes,” says Przyblyski. “Remember your sponsors, bidders, donors and volunteers. Give them photos, souvenir T-shirts and posters if you have them. Build those relationships.”
After all, they’re your support base for future events. And like your mother always said, it’s just the polite thing to do!
Now, let’s go party!
